Sabritas
Encyclopedia

History

Sabritas was founded in 1943 by Pedro Antonio Marcos Noriega as Golosinas y Productos Selectos in Mexico City
Mexico City
Mexico City is the Federal District , capital of Mexico and seat of the federal powers of the Mexican Union. It is a federal entity within Mexico which is not part of any one of the 31 Mexican states but belongs to the federation as a whole...

. It produced and sold potato chips, corn chips and snacks, however it relied on a small distribution network which was mostly bicycle-based. The name is a contraction of Sabrosas y Botanitas, which means Tasty and Little Snacks in Spanish.

In 1966, one year after Frito-Lay
Frito-Lay
Frito-Lay North America is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips,...

 and Pepsi-Cola Company
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...

 merged to form Pepsico, Sabritas was bought out. It started modernizing its processes and expanding its retail channel.

Present day

Sabritas is the brand under which Pepsico brands the Frito-Lay
Frito-Lay
Frito-Lay North America is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips,...

 products in Mexico, such as Cheetos
Cheetos
Cheetos is a brand of cheese-flavored cornmeal snack made by Frito-Lay, a subsidiary of PepsiCo. Fritos creator Charles Elmer Doolin invented Cheetos in 1948, and began national distribution in the U.S. The initial success of Cheetos was a contributing factor to the merger between The Frito Company...

, Fritos
Fritos
Fritos is the name of a brand of corn chips made by Frito-Lay. Elmer Doolin was so taken with the bag of corn chips served with his lunch in San Antonio, Texas that he paid $100 for the recipe. In 1932, he started the Frito Corporation. Original Fritos ingredients are limited to whole corn, corn...

, Doritos
Doritos
Doritos is a brand of seasoned tortilla chips created by Arch West and produced since 1964 by the American food company Frito-Lay ....

 and Ruffles
Ruffles
Ruffles is the name of a brand of ruffled potato chips produced by Frito-Lay. Frito Company acquired the rights to Ruffles brand potato chips in 1958....

. It is also the namesake for its own line of potato chips.

Every bag of Sabritas contains non-wrapped plastic and metal children's tokens, some as small as an inch in diameter, that can easily be swallowed by young children, and even adults who aren't careful.

It also has several local products such as Crujitos, Poffets, Rancheritos and Sabritones.
Sabritas controls around 80% of the Mexican snacks market, while the company's main competitor, Grupo Bimbo's
Grupo Bimbo
Grupo Bimbo is the largest Mexican food company and the largest bakery in the world with brands in Americas, Europe, and China.-History:Grupo Bimbo was established in Mexico in 1945 by Lorenzo Servitje, Jose T. Mata, Jaime Sendra, and Jaime Jorba...

 Barcel
Barcel
Barcel is a maker of tortilla, potato chips and other confectionery and snack foods. It is a unit of Grupo Bimbo created in 1950. A different company with the same name, but operating in Chile, was acquired by PepsiCo in 1998.-External links: * *...

 has 12% of it.

Alegro Internacional

In 1982, in the middle of the Latin American debt crisis
Latin American debt crisis
The Latin American debt crisis was a financial crisis that occurred in the early 1980s , often known as the "lost decade", when Latin American countries reached a point where their foreign debt exceeded their earning power and they were not able to repay it.-Origins:In the 1960s and 1970s many...

it created Sonric's as a way to expand its product line with candies and as a response to lowered demand because of the contraction of economic power.
The brand is known because of its mascot, a wizard (known as El Maguito Sonrics) and it's pretty popular among kids.
The brand was so successful that it later expanded to other markets that did not fit well in Sonric's' such as dry powder mixes and flavored water, so it was decided to create Alegro Internacional, a new division of Pepsico to fit these.
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